TBWA leads Omnicom's new centralized creative entity

TBWA\Chiat\Day L.A. gives Kittle a new look for DIRECTV | Martin Agency gets ironic for UScellular | Party Land, JanSport tout Gen Z's unremarkable moments Created for {EMAIL} | [Web Version]( August 28, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( ADVERTISEMENT Top Story [] [TBWA\Chiat\Day L.A. gives Kittle a new look for DIRECTV]( [TBWA\Chiat\Day L.A. gives Kittle a new look for DIRECTV]( (DIRECTV/YouTube) TBWA\Chiat\Day L.A. created a "Nothing on Your Roof" spot for DIRECTV that gives NFL star George Kittle a unique hairdo while promoting the brand's dish-free service for NFL and college football. The push includes a giveaway for those who sign up for the service a chance to win a "FootBald Helmet" signed by Kittle. Full Story: [Ad Age (tiered subscription model)]( (8/27), [Muse by Clio]( (8/27) [LinkedIn]( [X]( [Facebook]( [Email]( [] Creative [] [Martin Agency gets ironic for UScellular]( [Martin Agency gets ironic for UScellular]( (UScellular/YouTube) The Martin Agency's latest push for UScellular is narrated by Alanis Morissette and urges people to take a break from their phones. The commercial plays on the theme of irony from Morissette's song "Ironic," showing how phones intended to connect us can lead to disconnection. Running across linear and digital video and social, the campaign gives fans a chance to attend a Morissette concert next month via a sweepstakes. Full Story: [MediaPost Communications (free registration)]( (8/28) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Party Land, JanSport tout Gen Z's unremarkable moments]( [Party Land, JanSport tout Gen Z's unremarkable moments]( Party Land's "Marked by You" spot for JanSport (JanSport/YouTube) Party Land's global campaign for JanSport celebrates the everyday experiences of Generation Z with four witty spots. The "Always With You" campaign underscores the constant presence of JanSport backpacks, and is running across digital social and out of home in Asia Pacific, Europe, Latin America and the US. Full Story: [Ad Age (tiered subscription model)]( (8/27) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Don't underestimate today's consumers]( Traditional marketing strategies are increasingly ineffective in connecting with today's savvy consumers, particularly Generation Z, writes Kristin Grant from Mekanism. Grant highlights the importance of understanding and engaging with consumers on a deeper level, offering three new rules of engagement: - understand the conversations you engage in, - treat consumers as humans rather than data points, and - innovate "to use consumer expectations to your advantage." Full Story: [Campaign US (tiered subscription model)]( (8/27) [LinkedIn]( [X]( [Facebook]( [Email]( [] [How Plymouth Rock "sitcom" push overcame challenges]( Rival Chief Creative Officer and Managing Director Tim Cawley gives us a peek into the "[The Bostonians](" TV campaign for Plymouth Rock Assurance. The campaign, which included characters like a New England Patriots cheerleader and Boston Bruins announcer Jack Edwards, used a sitcom format to help overcome production challenges and budget constraints while keeping its momentum through Rvial's acquisition of HeyLet'sGo, which developed the campaign concept and initial spots. Full Story: [Muse by Clio]( (8/28) [LinkedIn]( [X]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [Nonverbal Communications Skills -- The 10 Skills You Need to Learn]( - [70+ Excel Keyboard Shortcuts for Windows (Free Cheat Sheet)]( - [Best Practices for Email Etiquette]( - [11 Habits That Will Give You A Complete And Successful Life]( - [Creating Positive Habits - The Ultimate Guide]( [] Agency News [] [TBWA leads Omnicom's new centralized creative entity]( Omnicom has formed Omnicom Advertising Group, centralizing its creative agencies under the leadership of TBWA CEO Troy Ruhanen. The move combines BBDO, DDB and TBWA, plus agencies Goodby Silverstein & Partners, GSD&M, Merkley & Partners and Zimmerman (part of Omnicom's Advertising Collective). The consolidation is part of an industry trend resulting from scarcity of agency of record contracts and the influence of AI. 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